Case Study: NetApp achieves high content engagement and increased organic reads with inPowered

Amplifying Thought Leadership with Promoted Content

NetApp partnered with inPowered to raise awareness and consideration for its flash storage offerings among technology and business decision-makers. The challenge was to cut through crowded media channels and engage both TDMs and BDMs (ages 18–65) with technical and business-focused messaging that would drive meaningful interactions and organic reads.

inPowered ran a six-piece promoted content campaign—four sponsored Forbes articles and two TechTarget features—delivered via social and in-ad native formats across Facebook and DoubleClick AdX. Articles about flash storage drove the strongest performance: social ads (especially Facebook) produced the highest engagement rates, Cloud Computing and Business audiences (males 18–41) responded best, and the top-performing stories achieved the highest click-to-engagement ratios plus the greatest volume of engagements and organic reads.

NetApp